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A24, in collaboration with Joya Studio, has unveiled an innovative multi-sensory experience for the upcoming film "Heretic." The exclusive screenings will take place at Alamo Drafthouse theaters across the country on October 30 for one night only, offering audiences a unique opportunity to engage their sense of smell during the movie.

The immersive experience promises to transport viewers into the narrative by activating their olfactory senses. One of the standout features includes the wafting aroma of blueberry pie, enhancing a pivotal moment in the film with a delightful scent that fills the theater. Additionally, attendees can anticipate special treats and scratch-and-sniff cards at advanced screenings nationwide, allowing them to fully engage with the sensory elements of the movie.

Joya Studio, renowned for its innovative candles and fragrances, has a longstanding partnership with A24. The studio previously crafted genre-themed candles, including the Auditor Trophy candle inspired by the acclaimed film "Everything Everywhere All At Once."

The horror movie "Heretic" boasts a talented cast led by Hugh Grant, Chloe East, and Sophie Thatcher, under the direction of Scott Beck and Bryan Woods. The storyline follows two young missionaries who find themselves entangled in a perilous situation after an encounter with a sinister individual named Mr. Reed, leading to a deadly game of cat-and-mouse.

The initial trailer hinted at the suspenseful choice between belief and disbelief posed by Mr. Reed, setting the stage for a chilling narrative filled with unexpected twists and turns. Early reviews following the film’s premiere at TIFF praised Hugh Grant’s portrayal of the enigmatic Mr. Reed, with critics lauding his captivating performance as a highlight of the movie.

"Heretic" has been rated "R" for its depiction of bloody violence, adding to the intensity and suspense of the narrative. As the release date approaches, anticipation is building for this immersive and engaging cinematic experience that promises to captivate audiences with its unique sensory elements and compelling storytelling.